CDP Data Governance Audit (QA)

CDP Data Governance Audit (QA)

1. 01

   Map every data source feeding the CDP to its owner and update frequency

   List each source, the team responsible, and whether it pushes in real time or on a batch schedule. A source without an owner will drift silently.

2. 02

   Verify identity resolution rules match the client's known customer graph

   Check how the CDP merges profiles across devices and anonymous sessions. Confirm the merge keys and priority order align with the client's CRM and transaction data.

3. 03

   Test segment definitions against a sample of known customers

   Pull a small cohort from the CDP and compare it to the client's CRM records. Discrepancies here indicate faulty segment logic or incomplete data ingestion.

4. 04

   Inspect data freshness and latency for each activation destination

   Measure the time from event capture to profile update and to destination sync. For ad platforms, a delay of hours can waste budget on stale audiences.

5. 05

   Review consent and privacy flags on every profile before activation

   Confirm that opt-in and opt-out statuses are respected across all channels. A single misconfigured flag can trigger a compliance issue for the client.

6. 06

   Document any data quality issues found and assign remediation owners

   Create a log with severity, impact, and the person responsible for fixing each issue. Follow up within two weeks to ensure resolution.